Today, CVS Pharmacy is introducing a new advertising platform, CVS Media Exchange, or as it’ll be known for short, cMx.
The CVS Media Exchange will cater to CPG brands, and allow them a chance to “efficiently reach existing and potential customers,” according to a statement from the company. Brands using the exchange will be able to take advantage of a slew of placement opportunities, including “in-store advertising and banners on CVS.com, to programmatic display, online video, social media and search engines.”
Norman de Greve, CVS Health’s CMO, said that the wealth of consumer data—on 74 million consumers—that CVS already had at its disposal made moving into the sell side of media a natural next step for the company.
“For years, we have been using data about our customers to give them great offers,” he said. “As we started to think about our own marketing, we started to use that data